Go RVing appointed independent advertising agency BVK as its new creative agency of record.
The appointment followed an agency review process of more than 100 agencies’ final pitches to the Go RVing board of directors.
Go RVing said it chose BVK because the company has built compelling campaigns that drive engagement and brand loyalty, particularly in the travel, health and destination sectors.
RVIA Vice President of Marketing Jeremy Greene said, “Their extensive experience working with state travel and tourism clients, such as West Virginia and Wyoming, demonstrated a thorough understanding of the travel market and will provide Go RVing with a unique edge when it comes to inspiring audiences to purchase an RV.”
Greene said Go RVing saw the need for a new way of storytelling to connect with modern consumers as travel habits change and competition grows.
Karen Redfern, Go RVing CMO and senior vice president, said the organization remains focused on connecting the RV industry with consumers by sharing the fun and freedom of RV travel.
She said, “BVK’s deep category expertise, disruptive creative and rich insights will help us continue to reach new consumers by breaking through all the marketing and social noise coming at them daily.”
BVK will partner with Go RVing’s media, public relations, experiential and social media teams to evolve the GO RVing brand and develop a brand campaign. Greene said Go RVing and BVK are in the final stages before launching a new integrated brand campaign.
He said, “Through new, bold creative and strategic media placements that highlight our core values of freedom, adventure and connection, Go RVing and BVK aim to position RV travel not just as a vacation choice but as a lifestyle movement.”
BVK President Nick Verbeten said the company’s success in creating standout brands shows the strength of its client-focused approach and 40 years of experience as an independent agency.
He said, “In partnership with Go RVing, BVK looks forward to continuing to inspire travelers to experience RVing through our relentless pursuit of the human insights, values and creative excellence worthy of a transformational brand.”
The Richards Group—now TRG–was Go RVing’s agency of record since 2002. In May 2020, the company named FCB as its agency of record and named Genuine as its website developer.
